This New Pink Chocolate May Be the Ultimate Swiss Souvenir

Eighty years ago, white chocolate was first discovered, and our lives have not been the same since. But, there's a new shade in town: millennial pink chocolate has just been invented.

Nope, this isn't your typical artificially colored, super-sweet gimmicky bar of chocolate. It's a real-deal chocolate with a natural color and slightly fruity taste. According to Bloomberg, Barry Callebaut AG, the world’s largest cocoa processor, has come up with the first new natural color for the candy since white chocolate was first made. It's a very trendy millennial pink, but Nestlé SA prefers to call the new shade "ruby chocolate," and says it has a natural berry flavor that is "sour yet sweet."

The company is hoping that ruby chocolate will be a major hit for the upcoming Valentine's Day season. What could be better than a naturally pretty candy heart that you don't have to feel as bad about eating? According to Barry Callebaut CEO Antoine de Saint-Affrique, the new pink chocolate is derived from a special type of cocoa bean that comes from the Ivory Coast, Ecuador, and Brazil, and has no added berry flavor or coloring. It's taken a long time to get the exact process right; the ruby chocolate has been in development for about a decade. Bloomberg also reports that Nestlé SA scientists have found a way to reduce the amount of sugar in chocolate by as much as 40 percent, but that innovation won't be available to consumers until next year.